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New Logo for Newfields by Young & Laramore

New

Noted Aug. 17, 2017 by Armin

Industry / Culture Tags /

About

(Est. 2017) “There’s always been such a wide variety of experiences available at the Indianapolis Museum of Art—strolling the galleries, walking the gardens, seeing performances in the Toby. As a way of acknowledging that our museum is part of a 152-acre campus filled with both art and nature, we’re uniting our diverse elements—the Indianapolis Museum of Art, Lilly House, The Garden, The Virginia B. Fairbanks Art & Nature Park: 100 Acres, and performance spaces—into a single cultural campus. And we’re calling it Newfields, a Place for Nature & the Arts.”

Design by

Young & Laramore (Indianapolis, IN)

Related links

Young & Laramore press page
Indianapolis Museum of Art announcement page

Relevant quote
The logo—a sculptural, dimensional N—is designed to showcase the wide range of experiences offered at Newfields. This logo serves as a prism through which to view these experiences, which will promote connection and movement throughout campus, encourage active participation and integrate food and drink.

Young & Laramore press page

Images (opinion after)
New Logo for Newfields by Young & Laramore
Logo.
New Logo for Newfields by Young & Laramore
Filled-in and horizontal lock-up version.
Logo-as-window.
Intro video.
Opinion

The reason for the sculptural “N” probably comes from the various sculptures found throughout the 100 acres of The Virginia B. Fairbanks Art & Nature Park and looks like a sculpture of its own. It’s a cool monogram — nothing original or groundbreaking — and I like the exaggerated inverse ink traps that add some visual interest. Unfortunately, they have succumbed to the logo-as-window approach and, in this case, it doesn’t work. The shape is too weird and it has too many lines crossing to make the images inside look interesting. The wordmark is kinda nice, with the high crossbars and slightly condensed structure — the “S”, though, feels like it’s about to fall over. Overall, it’s an attractive-enough logo although maybe a little arbitrary and perhaps unnecessary as all the attractions within Newfields were previously presented as part of the Indianapolis Museum of Art so it might be confusing of who is boss.

Your opinion…

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